For sure, you are using different ways to promote your brand.
Social Media Marketing... Search Engine Optimization... Or Email Marketing...
And maybe, you've already heard of Search Engine Marketing as well.
Because brands are using this tactic to promote their websites and products on search engines.
But maybe, you're still hesitant...
You're not yet sure why it deserves all your effort, time, and resources.
Or, if you're doing it already, you may be wondering how to use it more effectively for better results.
But in this blog, I will show you why Search Engine Marketing is a great digital marketing tactic for your eCommerce brand.
The best part?
We'll talk about the killer ways to use SEM and help you put your brand out there for your target market to see!
I won't keep you waiting any longer, so let's get down to business!
What Is Search Engine Marketing?
Search Engine Marketing is a form of paid ads through search engines.
This digital marketing tactic is usually used to increase conversions and brand visibility by appearing on the SERPs or Search Engine Results Page.
And the most popular search engine in the world is Google.
That's why marketers and business owners are usually using Google Ads for their Search Engine Marketing campaigns.
So, that's what we're focusing on today.
But before we get into the best part, let's talk about...
How Can Search Engine Marketing Help Your Business?
1. It Can Help Boost Your Brand Awareness
If your target customers are still not yet aware of your eCommerce brand, SEM can help you.
How, you ask?
You see, your ads will pop up whenever a prospective customer enters search queries on Google. On top of organic search results, actually.
Or, if you're using a different type of ad, your ad can appear on third-party websites, apps, or YouTube.
So, there's no doubt that Search Engine Marketing can increase your brand awareness.
Because more people will start discovering your eCommerce brand through paid ads, and awareness is important in consumers' buying process.
Aside from boosting your brand awareness, SEM is also...
2. It's Cost-Effective
Search Engine Marketing doesn't require you to spend a sum, especially on your first campaigns.
It doesn't cost a lot to start running your ads but it's up to you if you want to go all out!
And if you're running a PPC or Pay-Per-Click campaign, you only pay per action.
For example, if a user clicks on your ad and visits your website, that's when you get charged.
This is helpful for some eCommerce brand owners because you can give your brand a boost without spending thousands of dollars on ads.
So, if your eCommerce business is looking for a cost-effective way to put your brand out there...
Search Engine Marketing might be one of the best choices.
And here's another way SEM can give your brand a boost...
3. You Can Reach Targeted Audience
You can segment your target audience, depending on the ad you'll choose and the goal you have.
But if you're using specific campaign types, like a Search ad (which I will talk about later!)… users who can see your ads are already searching for something related to your brand.
And it means they're aware.
They're probably not yet aware of your brand, but they may be aware of the solution to their problems.
That's why Search Engine Marketing is great as long as you know how to properly optimize your targeting based on the journey of your target market.
And another benefit is...
4. Drive Quality Website Traffic
The people who will visit your website are those who are interested in your products or services.
You're not just targeting random people. That's the good thing about Search Engine Marketing.
You can target the right people with the right intention because of their search queries.
Proper ad optimization can help you find the right people who want to take action on your website.
Reaching the right people is vital because they're easier to convert into paying customers.
Sounds good, right?
Fasten your seatbelt because it's about to get better!
5. You Can Have Faster Results
Being shown on top of SERPs makes you more discoverable.
Unlike Search Engine Optimization, which is organic content marketing... Search Engine Marketing can give you faster results.
It means you don't have to spend more time crafting your website content to rank higher on SERPs because your ad will do its job for you.
So yep, if you want immediate results... start crafting your Search Engine Marketing campaign now.
The next one is...
6. Use Your Analytics To Improve Your eCommerce Store
Well, this isn't just applicable to Search Engine Marketing. Analyzing the results is a must for every digital marketing tactic you're doing.
So, whatever the results are of your campaign, you can define which part needs improvement on your eCommerce store.
You can analyze your ads, and see what works and didn't work.
Then on your next campaign, you can improve on them based on your findings.
If you enhance your next ads, you can get more and better results! ?
And who doesn't want that, right?
Think that's all? We have another one!
7. Can Give You A Higher Conversion Rate
Again, SEM increases your visibility.
So, if your customer searches for a query related to your brand and you pop up on their SERPs, you can be one of the first choices.
This is your chance to showcase the uniqueness of your products because it's the first thing they'll see.
And to help you with that, you can set conversions as your goal when creating your campaign.
See? Now, let's talk about...
3 Tips On How To Use Search Engine Marketing
1. Attract More Customers By Using Different Types Of Ads
Hear me out...
There is no one-size-fits-all type of ad for every Search Engine Marketing campaign.
Let's talk about some of the types of paid ads.
Search Ads are shown when users search for specific keywords.
For example, you're selling quality handbags. If you put up an ad campaign using keywords that users are searching for, your ad can appear on the SERPs or Search Engine Results Page.
For this, there's an "Ad" label beside the ad. Here's what it looks like:
The next type of ad is...
Product Listings Or Shopping Ads
Shopping Ads or Product Listings also appear on top of the SERPs.
But it's not the usual text ads.
Here's an example:
As you can see, there is the product itself along with the brand, prices, and a few other details... such as delivery and returns.
This is an excellent way to showcase your products and make shopping easier for your target customers.
Wait, there's more...
You can show ads to users who have already been on your website.
For example, if they visit another site, your ads can be displayed on that specific website they're browsing.
This is an effective type of ad because users who didn't purchase from your eCommerce store will be reminded of you.
So, these types of campaigns can help you depending on your goal.
If you want to target people who have already interacted with your brand, then retargeting could be the best option.
But if you want to directly showcase your products, then you might consider Product Listing or Google Shopping.
Here's another tip...
2. Reach The Right Target Market By Using Relevant Keywords
If you're running a search ad campaign, it's important to know which keywords you'll be using on your ads.
This is one way to optimize your ad because the keywords depend on which buyer stage they're at.
For example, if they're not yet aware of their problem, they might be searching for broad keywords.
And as they move closer to the conversion stage, they'll probably start searching for more specific keywords.
But wait... what are the types of keyword matches you need to know when conducting keyword research?
Different Types Of Keyword Match Types
- Broad Match. These are searches with variations and other related topics that match your keywords.
- Phrase Match. These are keywords that include phrases from your keywords. For example, a prospect searches for "white sneakers for women." The results can come up with "white sneakers" if you're using these keywords.
- Exact match. These are the exact keywords your prospects are typing.
- Negative match. These are the keywords you don't want to associate your eCommerce brand or SEM campaign with.
Knowing which keywords to use is very important because keywords play a big role in your campaigns.
Due to these search queries, you can determine the buying stages of your customers.
And it can help you...
3. Personalize Ads
Personalized ads are advertisements tailored to customers based on their behaviors, demographics, and interests.
These ads allow you to speak to them based on their current needs and wherever buying stage they're at.
You can also target them based on the device they're using, which makes your ads more effective and bridging.
So, still hesitant?
Boost Your eCommerce Brand With Search Engine Marketing!
Driving visitors to your website takes a lot of effort.
You see, you need to spend time and resources to make it work.
But imagine your target market not taking any action on your eCommerce, despite all the nesting and nurturing you've done throughout their customer journey?
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